Attribution OR – Which source of traffic should be credited for your sales

By default, Google Analytics will be crediting the last click that “touched” your visitor before he/she made a purchase. This could be PayPal which only serves as your gateway service or the pop up that never introduced a new visitor to your store – if that was the last click, it would be credited for the sale.

Imagine you only have 1 sale in the past hour, and one source of traffic. For example, let’s say Google AdWords drove the sale to your store, whereas another app you are using popped up a notification with a promo code that convinced the user to make a purchase.

Who should be credited for that sale?

Google for driving the visitor, i.e. “The first click” or that other app that concluded the deal, i.e. “The last click”?